Beyond Efficiency: A Blueprint for Measuring AI’s Financial Impact

Most marketing teams measure AI with the wrong scorecard, tracking “time saved” and output volume instead of true business impact. This interactive workshop shows you how to prove AI ROI using a practical measurement model built around three value paths: Quality Lift (better outcomes), Scope Expansion (new work shipped that wouldn’t happen otherwise), and Capability Unlock (removing bottlenecks). 

Participants will learn how to transform a standard efficiency AI task into a measurable workflow to drive effectiveness, establish a baseline, and build a proof plan with clear success indicators. And learn how to translate these results into a CFO-ready narrative that answers the tough questions leaders ask before approving continued investment. 

Attendees will leave with templates they can use immediately to defend budgets, guide adoption, and scale what works.

Online | August 6, 2026 | 10:00 a.m. – 12:00 p.m. (Central Time)

Save up to $175 on registration when you purchase the Modern Marketing Stack bundle that includes Google Analytics Bootcamp (June 2), The Future of SEO, AI and Lead Generation (July 15), and Moving AI from Task Efficiency to Bottom-Line Impact (August 6).

All non-member registrations will include details to redeem a FREE 1 YR AMA Academic or Professional Membership ($199 value).

Smarter Google Campaigns: Turning Clicks Into Business Growth

This session gives marketers a clear, practical roadmap for creating profitable Google Ads campaigns without wasting ad spend. We’ll break down modern best practices, including audience targeting, campaign structure, conversion tracking, and creative optimization.

Attendees will learn how to interpret performance data, identify inefficiencies, and make adjustments that drive measurable results. The session blends strategic thinking with real-world examples to clarify Google Ads and empower marketers to run smarter, more effective campaigns. Participants will walk away with actionable steps they can implement immediately.

Online | April 23, 2026 | 10:00 a.m. – 12:00 p.m. CT

Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

GA4 Level-Up: A Hands-On Analytics Workshop for Marketers

Are you getting the most from your Google Analytics? Is your account set up properly? Do you know which of your marketing activities have the most impact?

In this three-hour bootcamp, our expert speaker will show you how to maximize the value of your GA4 account. We’ll take you step-by-step through setup and go into the deeper analysis where the real value is hiding.

Plus we’ll go a bit deeper and introduce you to new features and methods in how GA4 explorations show the top paths to action.

You’re just a few short hours away from finding the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth is waiting to be discovered in your Analytics.

Online | June 2, 2026 | 12:30 p.m. – 4:00 p.m. Central Time (includes 30 min break)

Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Save up to $175 on registration when you purchase the Modern Marketing Stack bundle that includes Google Analytics Bootcamp (June 2), The Future of SEO, AI and Lead Generation (July 15), and Moving AI from Task Efficiency to Bottom-Line Impact (August 6).

All non-member registrations will include details to redeem a FREE 1 YR AMA Academic or Professional Membership ($199 value).

From Strategy to Systems: How Modern Marketing Actually Delivers

Traditional marketing playbooks of the past are no longer working. The infusion of AI didn’t just speed marketing up but collapsed the distance between strategy and execution.

The marketing leaders who win aren’t the ones with the best frameworks. They’re the ones who’ve learned to train systems, meet modern customer expectations, and deliver real-time outcomes.

Led by Marc Sirkin (former CEO, Third Door Media; advisor to CMOs navigating GTM resets), this session shows you how to build marketing strategy that actually delivers.

You’ll learn:
> Why the old strategy playbook is broken (and what comes next)
> The new operating model: From plans to trained systems
> The SPOT → BUILD → TEST → SCALE framework in action
> Real examples: Sales enablement, content, GTM execution
> How to start training your systems

Online | April 21, 2026 | 10:00 a.m. – 12:00 p.m. Central Time

Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Extract More Meaningful Social Insights

When it comes to social media analytics, it is easy to get caught up in all of the metrics and forget about the story. What are the metrics telling you and how can and should you use this information to guide your future planning and decisions?

In this session, learn how to effectively analyze social media data and extract meaningful insights to better communicate key findings in a clear, concise, and actionable manner to your various stakeholders.

Online | May 6, 2026 | 10:00 a.m. – Noon CT

About the Course

It’s no secret that customer expectations have drastically shifted in the last 10 years. 88% of U.S. adults now say it’s important for brands to remember and engage with them based on shared history. Is your brand doing that across every interaction and touch-point? 

No matter your industry, you must collect the right data to drive your marketing strategy. In this session, explore the six keys to building a data-driven marketing strategy and making sure that your marketing truly connects with the customers you want.

Designed for marketing leaders and advanced practitioners, this session focuses on building a strategy that changes the game.

Prove your skills! When you finish this course, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.

About the Course

Understanding marketing analytics is crucial to a successful marketing strategy. In this course, you will learn how to build robust measurement frameworks for evaluating marketing campaigns and achieving strategic goals.

You’ll explore essential measurement tools, learn how your organization can use measurement to improve, and leverage both free and paid analytics tools to measure program effectiveness. Through real-life case studies and interactive activities, you’ll learn to design meaningful metrics and tell compelling stories with data to drive decision-making.

This course equips marketers with the analytical skills needed to demonstrate impact and continuously optimize their marketing efforts.

About the Course

Communicating data is completely different from (and entirely the same as) communicating other types of information. It’s different, in that there are best practices for how to talk about and visualize data that is different from talking about and visualizing other things.

But it’s the same, in that you need to remember that just because what you’re communicating is numbers, that doesn’t mean the audience isn’t still a bunch of humans who just need to understand what’s important. And guess what, it’s not “the data” that’s important. It’s the insights in the data.

You will leave this workshop thinking differently about how to communicate with data and armed with some tangible techniques to do so immediately.